Advertising Techniques

Key Advertising Techniques to Know Repetition Bandwagon Testimonial Plain Folks (Anecdote) Facts and Figures Transference Emotional Appeal Rhetorical Questions Imperative Glittering Generalities

Repetition Definition- When a product’s name/logo or catchphrase is repeated over and over, with the goal of having it stick in audience’s mind

Example of Repetition

Bandwagon Definition: The advertiser tries to make you feel like everyone else has the product and if you don’t have it too, you’ll be left out. As a propaganda technique, the term bandwagon suggests an imaginary vechicle carrying leaders or candidates of a cause or carrying large banners and/or posters. This group has a huge group of people following behind and all are in support of that leader/candidate. A bandwagon is a high, ornate wagon in which a band rides as in a circus parade. Unfortunately, most of us like to swim with the sharks rather than stand alone, so we are likely to be carried along. Beware of this technique. It’s a lot easier to be joiner than to stand alone. Bandwagon is a propaganda technique that suggests an image of a vechicle carrying a leader/candidate

Example of Bandwagon:

Example of Bandwagon:

Testimonial Definition- When a product or idea is endorsed by an celebrity or expert The idea is that if the famous person supports a product, it must be good so the consumer should buy it too A company hires a famous celebrity figure to promote a particular product or topic. This is particularly powerful If a product 8s

Example of Testimonial

Example of Testimonial

Example of Testimonial

Plain Folk/Anecdote Definition- When the advertiser says or implies that people just like you use a product. The idea is that the audience relates to the plain folk or everyday story in the ad and they feel this product will work for them as well

Example of Plain Folk/Anecdote

Facts and Figures Definition-  when the ad uses statistics, research, or other data to make the product appear to be better than its competitors

Example of Facts and Figures

Transference Definition- Attempts to make the audience associate positive words, images, and ideas with a product and its users. Sex Appeal if you use this product you be more attractive to members of the opposite sex. You will look sexy to everyone. Love or Popularity- This will make everyone love you and like you. You will be popular and a trend setter. Watch out for this one. Everyone likes attention. Fame – You will gain fame (attention) if you use this. Wealth-by having this product you will appear wealthy. The wealthy and affluent use this. You get what you pay for. Power- This will give you power over people. You’ll have an “edge” over others.

Example of Transference .

Example of Transference .

Emotional Appeal Definition- When the advertiser appeals to people’s fears, joys, sense of nostalgia,etc. in order to convince them to buy a product or adopt an idea

Example of Emotional Appeal

Example of Emotional Appeal

Rhetorical Questions Definition- When the advertiser asks a question that he already knows the answer to. The idea is to get the audience involved and to persuade them to buy the product or adopt an idea.

Rhetorical Question Example

Rhetorical Question Example

Imperative Defintition- When the advertiser uses the imperative or command form of language (You must! You have to!) The idea is when the consumer is told what to do they will see a sense of urgency and buy the product or adopt the idea

Imperative Example

Glittering Generalities Definition- Using words that are positive and appealing, but too vague to have any real meaning

Glittering Generalities Example